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79) Figure 7-2 shows that secondary data may be divided into two related parts. If B represents
data collected from the U.S. Census Bureau, trade association studies, business periodicals, etc.,
which type of data is B?
A) compiled data
B) mined data
C) internal secondary data
D) external secondary data
E) observational data
80) Figure 7-2 shows that primary data may be divided into three related parts. If C represents data
collected from mechanical, personal, or neuromarketing methods, which type of data is C?
A) questionnaire data
B) mined data
C) internal secondary data
D) external secondary data
E) observational data
81) Figure 7-2 shows that primary data may be divided into three related parts. If D represents data
collected from individual interviews, focus groups, or online surveys, which type of data is D?
A) questionnaire data
B) mined data
C) internal secondary data
D) external secondary data
E) observational data
82) All of the following are sources of primary data except which?
A) government publications
B) observational data
C) experiments
D) social media
E) panels
83) Secondary data are the
A) facts and figures that have already been recorded before the project at hand.
B) facts and figures that are newly collected for the project at hand.
C) facts and figures obtained by watching people mechanically rather than in person.
D) facts and figures obtained by asking people questions through the use of information
technology.
E) conclusions developed from information obtained from a representative sample of a population.
84) Facts and figures that have already been recorded before the project at hand are referred to as
A) primary data.
B) empirical data.
C) secondary data.
D) demographic data.
E) observational data.
85) Secondary data can be divided into two parts:
A) primary data and empirical data.
B) empirical data and observational data.
C) psychographic data and demographic data.
D) demographic data and observational data.
E) internal secondary data and external secondary data.
86) Children's accessory and toy store Red Carpet Baby! uses U.S. Census Bureau information to
determine the number of families with children under age 5 for each state in its market area. Data
obtained from this source are called
A) proprietary data.
B) primary data.
C) secondary data.
D) observational data.
E) experimental data.
87) If a researcher is using data that are low in cost and save time, which type of data is this likely
to be?
A) questionnaire data
B) mined data
C) secondary data
D) patented data
E) observational data
88) If a researcher is concerned that data may be out of date or the parameters may not entirely suit
the project, which type of data is this likely to be?
A) questionnaire data
B) mined data
C) internal secondary data
D) external secondary data
E) observational data
89) Facts and figures that are newly collected for a project at hand are referred to as
A) statistical data.
B) empirical data.
C) secondary data.
D) primary data.
E) inferential data.
90) Primary data refer to
A) facts and figures that are newly collected for a project at hand.
B) facts and figures that have already been recorded before the project at hand.
C) facts and figures obtained by watching people mechanically rather than in person.
D) facts and figures obtained by asking people questions through the use of information
technology.
E) conclusions developed from information obtained from a representative sample of a population.
91) Observing people and asking them questions are the two principal ways to obtain
A) external secondary data.
B) internal secondary data.
C) primary data.
D) experimental independent variables.
E) nonprobability data.
92) When a marketing researcher uses a collection of reports, customer letters, financial
statements, and surveys from different departments' archives within her firm to make marketing
decisions today, she is using
A) internal secondary data.
B) primary data.
C) external secondary data.
D) sensitivity analysis.
E) probability data.
93) All of the following are examples of marketing input data except which?
A) advertising budgets
B) call reports
C) shipment records
D) sales budgets
E) advertising expenses
94) All of the following are examples of marketing outcome data except which?
A) customer phone calls
B) repeat sales reports
C) shipment records
D) advertising budgets
E) sales reports by geographic region
95) Published data from outside the organization are referred to as ________ data.
A) proprietary
B) external primary
C) internal secondary
D) internal primary
E) external secondary
96) When customers have their groceries scanned at the supermarket checkout counter, data
regarding product sales and coupon redemptions are collected and processed by tracking services
such as IRI's InfoScan. Consumer product firms such as Procter & Gamble use data collected by
IRI to allocate scarce marketing resources. For P&G, such data should be considered
A) internal secondary data.
B) primary data.
C) external secondary data.
D) sensitivity analysis.
E) probability data.
97) When Karsh and Hagan Advertising Agency uses information found in the Nielsen Television
Index Ranking Report published by Nielsen to plan television advertising schedules for its clients,
it is relying on ________ data.
A) neuromarketing
B) primary
C) internal secondary
D) observational
E) external secondary
98) According to research conducted by Canadian cultural anthropologists, Canadians place a high
importance on personal relationships. This leads them to be extremely reluctant to buy through an
impersonal medium like a telephone. For an insurance company that was hoping to sell insurance
through telemarketers, this research would be an example of
A) internal secondary data.
B) a constraint.
C) an assumption.
D) a dependent variable.
E) external secondary data.
99) A survey by the Economic Research Service of the U.S. Department of Agriculture,
government statistics from the Department of Commerce, and stock market information from The
Wall Street Journal would all be examples of
A) internal primary data.
B) nonprobability sampling methods.
C) internal secondary data.
D) external secondary data.
E) external primary data.
100) The Economic Research Service of the U.S. Department of Agriculture provides information
on topics ranging from revenue sources for beekeepers in the United States to estimated effects of
tax cuts on farms and farm households. This service provides
A) internal primary data.
B) nonprobability sampling tools.
C) internal secondary data.
D) external secondary data.
E) external primary data.
101) J.D. Power and Associates and other market research firms recruit groups of consumers for
________, each of whom are paid to record all of their purchases on a regular basis. Businesses
pay firms such as J.D. Power for their reports that answer the question, "How many times did our
customers buy our products this year compared to last year?"
A) focus groups
B) experiments
C) syndicated panels
D) curated data mining
E) mall intercept interviews
102) Several market research companies pay households and businesses to record all their
purchases using a paper or electronic diary, which allows for an economical way to collect
consistent data over time. These data are referred to as
A) sponsored data.
B) data reciprocity.
C) method sampling.
D) syndicated panel data.
E) data journaling.
103) Several marketing data services provide information on household demographics and
lifestyle, purchases, TV viewing behavior, responses to promotions, and social media use. The
principle advantage of these services is that
A) one service can collect, analyze, interrelate, and present this disparate information.
B) all data collection and analysis is computerized, so the results obtained are almost
instantaneous.
C) members of the firm can be included in the analysis of data, making the results more reliable.
D) the service gets paid on a percentage basis; the better the information, the higher the fee.
E) firms using these services get discounts if they share their customer data with competitors.
104) A general rule of thumb among marketing researchers is to use ________ first and then
collect ________.
A) external secondary data; internal primary data
B) internal primary data; external primary data
C) primary data; secondary data
D) secondary data; primary data
E) questionnaire data; observational data
105) Two important advantages of secondary data are that they are
A) inexpensive and up-to-date.
B) up-to-date and supply all relevant categories of information.
C) inexpensive or free and save time.
D) tailor-made to specifications and relatively inexpensive.
E) highly credible and up-to-date.
106) Two important disadvantages of secondary data are that they may be
A) difficult to acquire and not up to date.
B) out of date and not specific enough for the project.
C) unavailable in time and biased toward large corporations.
D) biased toward government objectives and out of date.
E) costly and time-consuming.
107) The Internet sites for The Wall Street Journal, CNBC, and Fox Business
A) sell information on trade activity collected by the U.S. government.
B) are portals to all government websites that can be found by topic or keyword.
C) provide information in online databases and an index of blogs by primary topic.
D) are the most popular online portals in which to enter keywords or topics for specific searches.
E) provide up-to-the-minute business news and video clips about companies, industries, and
trends.
108) The U.S. Census Bureau website
A) is a repository of information on U.S. business, economic, and trade activity collected by the
federal government.
B) is a portal to all government websites that can be found by topic or keyword.
C) provides up-to-the-minute business news and security prices plus research reports of
companies, industries, and countries.
D) is the most popular Internet portal to enter keywords or topics for specific searches.
E) accesses information in online databases and blogs by primary topic.
109) The Internet website USA.gov
A) is a depository of information on U.S. business, economic, and trade activity collected by the
federal government.
B) is a portal to all government websites that can be found by topic or keyword.
C) provides up-to-the-minute business news and security prices plus research reports of
companies, industries, and countries.
D) is the most popular Internet portal to enter keywords or topics for specific searches.
E) accesses information in online databases and an index of blogs by primary topic.
110) Facts and figures obtained by watching, either mechanically or in person, how people
actually behave are referred to as ________ data.
A) inspection
B) hypothetical
C) primary source
D) observational
E) eyewitness
111) Observational data refer to
A) facts and figures newly collected for the project at hand.
B) facts and figures obtained by asking people questions either through personal interviews, panel
discussions, or questionnaires.
C) facts and figures obtained by watching, either mechanically or in person, how people actually
behave.
D) facts and figures that have already been recorded from multiple sources before the project.
E) conclusions developed from information obtained from a representative sample of a population.
112) Mechanical, personal, or neuromarketing methods are ways that ________ data can be
collected.
A) virtual
B) primary source
C) hypothetical
D) observational
E) statistical
113) Fisher-Price watches young children play with its toys to determine if and how various
products should be changed or improved. Fisher-Price is collecting ________ data.
A) observational
B) questionnaire
C) interview
D) on-site
E) focus group
114) Nielsen collects national TV ratings by using a "people meter." This is a box that is attached
to televisions, DVRs, cable boxes, and satellite dishes in about 30,000 households across the
country; has a remote control that is used to indicate when a viewer begins and finishes watching a
TV program; and stores and then transmits the viewing information to Nielsen each night. The
information Nielsen is collecting is referred to as
A) internal secondary data.
B) interactive industry data.
C) sensitivity data.
D) external secondary data.
E) observational data.
115) The purpose of Nielsen's Total Content Rating system is to
A) expand its scope to include the effectiveness of online college courses.
B) expand its scope to include satellite radio programming.
C) combine its new online ratings with its existing TV ratings.
D) expand its ratings to combine various global markets.
E) gain access to every American home that owns a television, mobile phone, or computer.
116) The data that is collected with a "people meter" and later published by Nielsen as national TV
ratings are an example of ________ data when gathered.
A) internal secondary data
B) interactive industry data
C) curated promotional data
D) mechanical observational data
E) sensitivity data
117) What marketing metric determines whether a TV program such as The Big Bang Theory
remains on the CBS broadcast TV network?
A) appeal
B) cost per ad
C) rating
D) poll
E) frequency
118) The Nielsen Television Index Ranking reports the rating of each TV program. With about
120 million TV households in the United States, a single rating point
A) is not a good measurement of television viewership.
B) equals one point on a 10-point scale.
C) has limited impact on advertising rates for marketers.
D) equals 1 percent, or about 1,200,000 TV households.
E) suggests that a show has very few viewers.
